A visual equivalent to the music - the pace of the music dictates the pace of the video and the video is cut to the beat
Must encourage repeated consumption - entertains people
Must encourage desire or identification for the artist
Provides an open, polysemic experience for the viewer - encourages multiple interpretations of analysis
Important Elements:
1. Performance
2. Narrative
3. Thematic
4. Symbolic
Visually stylish - artistic sense to video
A lot of experimental camera angles and shots
Music videos are rhythmic montages, with fragmented cuts
Music videos generally have a fast pace
Cinematography and lighting is often conspicuous
Often stick to the laws of continuity editing:
Conventions of a music video:
- Cut to the beat
- Relationship between the visuals and the music
- Relationship between the visuals and the lyrics
- Close ups of the artist/band - lip syncing and playing instruments
- References to the notion of looking
- Some form of narrative and performance element
- Inter-textual references
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